Article by Paul - That customer satisfaction survey, though.

That customer satisfaction survey, though.

We all understand the drill. It goes like this. You make a purchase, you have your new shiny thing, and then the customer satisfaction survey arrives. These days, of course, it arrives into your spam folder on email, so it is a bit less intrusive.

Obviously, if you have a complaint, this is great. Now you can unleash all your angst onto the survey.

But what if you are mostly happy, and just have a handful of constructive points to make? Well, the questions are not likely to guide you into that opportunity.

Some businesses - especially the motor trade - have another function for these surveys. If the dealership does not score highly enough they lose a lot of money from their bonus pot, for example. Others, in reality, are using them to audit how well their staff stuck to a process. And these surveys all have a function, but they are not going to measure customer satisfaction.

Let me give an example. I like my new thing. It was delivered on time. But a few things happened on the journey that mean I am not smiling quite a perfectly as I might be. Of course, you might not care - I am broadly happy, and you sold a thing. But if you want to be really excellent, you need to hear why I am feeling like I had competent service rather than an amazing experience.

And to establish that is much harder. It will require different questions. It will require a willingness to listen to some picky detail.

Imagine you went out for a meal. Everything was OK. The food was tasty. The restaurant was clean. The waiting staff were not rude. You have not contracted stomach cramps. 100% customer satisfaction. But wait. Let me ask you a different question. Was this in the top 5 dining out experiences ever? Well, let's explore why not.

It depends why I want to know, doesn't it.

One small point, as a sign off. I did not much enjoy filling out that survey, either!

Paul OrangeTree is a speaker on the subject of customer experience management, and a consultant with many years experience

Paul OrangetreeBusiness Clarity Specialist

Paul Orangetree

Before becoming a director OrangeTree in 2008, Paul had a high flying corporate career leading to a position of director in a multi national, multi million pound company. He has since been involved in the commissioning of a number of very significant online projects, and managing the build and deployment of the resulting sites and systems. He believes passionately that at whatever budget you are operating, the best solution for you is the best solution for you!

Article Tags

Article Search

Recent Articles

Find out more

If you want to know more about anything Orangetree, please complete the form below and we will be in touch.

Some people we are pleased to have worked with

Orangetree Online

Made for us, by us